OpenAI has begun a limited pilot program that introduces ads within ChatGPT to registered adult users in the United States. The company says the ads will be clearly labeled as sponsored, visually separate from the AI-generated answers, and won’t affect how ChatGPT answers questions. The test only applies to users on the Free and Go subscription tiers, while the Plus, Pro, Business, Enterprise and Education plans will remain completely ad-free during this phase.
Why OpenAI is testing ads
According to OpenAI, ChatGPT is now used by hundreds of millions of people worldwide for learning, work and everyday decision making. Maintaining reliable performance and continuous platform improvements requires significant infrastructure investment.
Advertising is being explored as a funding model to help maintain free and lower-cost access. Users who prefer not to see ads can upgrade to Plus or Pro, or choose a free tier ad-free option that comes with reduced daily message limits.
OpenAI states that advertising does not influence ChatGPT responses. Answers continue to be generated only based on relevance and usefulness to users.
Sponsored content is:
- Clearly labeled as sponsored
- Displayed separately from ChatGPT responses
- Never mixed in the AI generated responses
During testing, ads are selected by matching advertiser submissions with:
- The topic of the current conversation
- Previous conversations
- Previous interactions with advertising
For example, users researching recipes may see ads related to meal kits or grocery services. When multiple advertisers qualify, the system prioritizes the importance of active chat.
OpenAI says advertisers don’t get access to:
- Individual conversations
- Chat history
- Saved memories
- Personally Identifiable Information
Advertisers only receive aggregated metrics such as impressions and clicks.
The company also confirms:
- No ads for users under 18
- No ads in sensitive categories, including health, mental health or politics
OpenAI says the safeguards will continue to evolve as the pilot progresses, with an emphasis on limiting narrow targeting and reducing exposure to harmful or deceptive advertising.
Users participating in the test will have access to built-in ad controls, including:
- Removing ads
- Providing feedback
- Seeing why an ad appeared
- Deleting data related to advertising
- Adjusting personalization settings
These tools are intended to give users visibility and control over how ads are displayed on ChatGPT.
OpenAI notes that many people use ChatGPT while researching or comparing options. The Company believes that advertisements – when relevant, clearly segmented and privacy conscious – can display useful products or services consistent with those activities.
Feedback and performance data from this pilot will guide future improvements. OpenAI says the separation between advertising and AI responses will remain intact, and privacy safeguards will remain central to any future expansion. The company also plans to explore additional advertising formats and business participation models over time.
What remains unchanged
OpenAI reiterates that its core principles remain in place:
- ChatGPT responses remain independent
- Conversations remain private
- Users retain control over their experience
The current rollout is described as a learning phase, focused on gathering feedback before any wider expansion. The ad test is currently limited to registered adult users in the United States on the Free and Go tiers. Users on the Plus, Pro, Business, Enterprise and Education plans will not see ads.
